The new campaign, conceptualised by Dentsu Marcom, aims to bring people and relationships closer in today’s increasingly isolated social environment
BestMediaInfo Bureau | Delhi | June 14, 2013
Dharampal Satyapal (DS) Group, a Rs 3,200-crore diversified conglomerate, has launched a new campaign for its confectionary brand ‘Pass Pass’. The campaign is a call for bonding to people who are busy, connected technologically but live in an isolated social environment. It focuses on the message that closeness isn’t limited by age, anyone old or young can share moments of closeness and happiness. The campaign has been created by Dentsu Marcom. The television will be followed by digital, radio, BTL activations and POP materials.
Rajeev Jain, Senior General Manager, Marketing, DS Group, said, “Pass Pass has built its equity from its ubiquity and has established itself as a brand that inspires togetherness and stands for ‘Human bonding and closeness’. The campaign also focuses on the message that Pass Pass has become a part of the lives of many Indians as their favourite branded after mint and it encourages people to come together, no matter what their age is. It also says that family is the new friend. Generation gap is now a gap too thin and is a myth in today’s world.”
The film is a collage of stunning visual montages shot in scenic locations, showing various social situations, with anunique combination of both jingles and voiceover for an everlasting experience. Aimed at creating imagery for the brand in line with the brand positioning of togetherness, the campaign aspires to create a world that enable ‘moments of closeness’ in many ways, cutting across all age groups and gender.
The film opens with a young woman opening the window of a car and letting the sunshine in. Next we see a young woman walking away after having opened a door. Then we are shown a man and a woman whose hands touch as they are passing by and the woman turns around and walks away smiling. After this, we see a man coming up and greeting a young lady who is holding a Pass Pass family pack seated with her friends who is very happy to see him and beams widely. We cut to a middle-aged man picking up his woman, almost suddenly, in an open field. We then see a bunch of young men and women holding hands on a terrace and grooving to music, as one of them passes on a sachet of Pass Pass.
The film ends with people from all age groups coming together and sharing moments over a dinner on a terrace lit by lamps.
The TVC has been made in 45-second, 30-second, 20-second and 10-second cuts. The campaign broke at the end of May and will run for eight weeks.
Today’s world is increasingly moving away from togetherness with almost everyone constantly talking about escaping into their own space, their own wall, their inboxes, their cellphones and tablets which don’t leave a lot of room for going out with friends, family and loved ones and sharing moments one can cherish forever or feel nostalgic about later.
Pass Pass leverages the opportunity of bringing people and relationships closer once again. And that became the centerpiece of its positioning: Human bonding and Closeness. It's new. But it's also timeless.
The campaign, with TV playing the pivotal role, creates imagery stemming from the positioning of closeness. The brand creates a world that enables these many moments in many different ways for all kinds of people, using different touch points in the ecosystem: social media, radio, real-world experiential engagement, and point of sale activities.
Titus Upputuru, NCD, Dentsu Marcom, said, “The film celebrates human bonding. You don’t have to be young to enjoy moments that you spend together. The world seems to be drifting apart with technology pulling people into lives that are largely individual. Today people are caught up with themselves, their own lives, more than ever before. Increasingly, people are spending time with gadgets like laptops, cellphones and their work lives. Facebook, Twitter, Whatsapp, etc., do bring people together but limit physical interaction. You can’t shake hands with a laptop or tickle a cellphone, can you?”
The film has a duet of a male voice over with an interlude of a female singer. The male voice over beckons us to ‘Khidikiyan kholdo, darwaazon ko khula chodh do, haathon ki phire se haathon mein daalo, kisi ko gudh gudao, kisi ko gaud uthao, dosti karo, mohabbat karo, gale milo, aankh milao, kisi ko phir apna banao, taaya taayi mausa mausi sab se pyaar karo, raho hamesha pass pass’. In between this warm friendly voiceover, the female singer takes off with the lyrics ‘Pass Pass aao, mahaul mehkao’.
Upputuru explained, “The campaign has a lyrical quality to it. We have had jingle based films and we have had films led by voiceover. Seldom do we have them coming together in the same communication. We have had this combination in films like Silsila where Amitabh Bachchan’s deep voiceover is interspersed with Lata Mangeshkar’s ‘Ye kahan se aagaye hum’. The Pass Pass film attempts to recreate the magic of voice over and song to leave the viewers wanting more.”
Creative Agency: Dentsu Marcom
Account Management: Sunita Prakash, Payal Dhawan
Planning: Narayan Devanathan, Rabia Sooch
National Creative Director: Titus Upputuru
Creative Team: JitendraKaushik, Richa Sharma, Anees Aazar
Director (Film):Shashank Chaturvedi (Bob)
Production House: Good Morning Films